Marketing - Positioning Your Brand

* Advertising expenditures increased significantly for newer and smaller players to grab the market share whereas established players did not increase it significantly.

Examining the consumer behavior for nondisposable razors, we can observe that consumers are focusing on the premium segment. Also, they are becoming more sophisticated and expecting new technologies to smooth the shaving process. Focusing on that, Paramount should invest in the premium products category. Even though that would create cannibalism for the “pro-products” which is already loosing market.

The case points out that Gillette’s competitors were quick to copy new products. The launch of Sensor will be a breakthrough in the market and will introduce a new product category the “cartridge laser cut razor with superior quality”. Therefore it is essential for Gillette to protect their new product by pursuing patent enforcement, as they already have. This way will Gillette retain its competitive advantage and will re-introduce and position itself as a technology leader.

When Quiksilver announced the start of its women line Roxy in 1990, they defined the brand as a “fun, bold, athletic, daring and classy” brand for young women. Market segmentation is a crucial marketing strategy and Roxy utilizes the four bases that are commonly used for segmenting consumer markets including geographic, demographic, psychographic, and benefits sought segmentation. The geographic segmentation is ideally unlimited for the Roxy target market because the brand offers clothes for both warm and cold weather, however, it focuses mainly on the “beach lifestyle” and is generally more popular in beach towns. The demographic segmentation of the Roxy brand, is aimed to attract young women between the

In this section, we will analyze how Leica is positioned in the market. What makes it different than any other brand? Brand positioning is an important concept in the marketing strategy. It is at the heart of every strategy in the market. It is how a company or a brand’s products and offerings are designed differently in a way that is placed uniquely in the mind of customers compared to competitors.

Synopsis: Gillette has long been known for innovation in both product development and marketing strategy. In the highly competitive, but mature, razor and blade market, Gillette holds a commanding worldwide market share. The peak of its innovation occurred in 2006 with the introduction of the Fusion 5-bladed razor. Today, innovation in razors and blades is thwarted by a lack of new technology and increasing consumer reluctance to pay for the “latest and greatest” in shaving technology. Gillette must decide how to put the razor wars behind them and maintain or increase its share of the global razor market.

The first of these products is disposable razors. This handy product has taken the country by storm over the past thirty years or so. I remember when I was growing up, disposable razors were mostly used by women and the packaging was quite gender neutral. Yet now when I walked into the local drug store and walk down the razor isle there are so many to choose from; and, they are gender specific. The packaging for razors marketed to men are in black, dark blues, oranges and a multitude of greens. They have names like Flex, Mach, and Metal, all names with a hard, uber-masculine feel.

* Customers: Male consumer products have been trending upward in the last decade. The customer segments are broken up into three areas; social/emotional, involved razor users, and uninvolved or maintenance users. Social/emotional are responsible for 39% of Nondisposable razors, Involved is for 28%, and maintenance users account for 33%. In 2009 consumers razors and replacement cartridges at a higher rate than ever before.

Paramount Health and Beauty Company is in the process of launching a new technologically advanced nondisposable razor “Clean Edge”. With its improved design, Clean Edge provides superior performance by utilizing a vibrating technology to stimulate hair follicles and lift the hair from the skin, allowing for a more thorough shave. The company has decided to introduce it in the men’s market where it has a strong presence. The company is now focussing on positioning and naming of this new product. It also needs to decide on the promotional activities to be performed adhering to the budget constraints and also must decide on the distribution channels through which it can reach to the masses.

Product quality and efficient marketing are the core value propositions that set the pace for Gillette’s success. With continued innovation in both product development and marketing strategies Gillette has been able to retain a commanding

Gillette has been successful in convincing the world that more is better, in regards to the number of blades and other features of a razor. To be successful in the

c. Mary Kay: The brand is responsible for how her skin looks (young); she has deep feelings for the brand and over time she appreciated the product more and went onto depend on the brand.

There is a large array of theories and rules of branding in marketing literature however not all are connected to music festivals. Branding of music festivals is a comparatively new area of marketing as a result of branding being associated with consumer goods (Esu & Arrey, 2009). However with the increase in events, branding is becoming a mu7ch more significant marketing tool. It is not only beneficial for the partnership between festivals and brands but proper branding can create a major impact for the region it is held, commonly referred to as the destination. Since use of the words ‘brand’ and ‘branding’ are now commonplace within the English language, it is sensible to offer a brief explanation of their meaning. Branding is defined differently in many literatures however the most common definition could be considered that of The American Marketing Association as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. However in the way I seek to use the term branding, is between that of Seth Godin “the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another” and Al Ries “A brand is a singular idea or concept that you own inside the mind of a prospect” definitions. In order to understand re-branding music festivals in Turkey the three components must be analyzed.

Many definitions from the experts about brand positioning. Philip Kotler stated that Brand Positioning is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds (Kotler, 2003, Page 308). Beri (2007, p 469) also mentioned that brand positioning is about how the brand perceived by the target consumer in related to other brands. Based on those ideas, we can determine that brand positioning is about how the brand itself received and placed in the mind of our customers.

Gillette is successful because the focus on the one thing they know and that is men. They understand what men need for their grooming needs, and their products are sold all over the world (P Kotler, 2017). Gillette’s popularity has worked because of several factors, including high-quality innovation, consumer research, and mass communications. With their research, and the fact they have kept improving their product, Gillette has made many breakthrough product innovations, which should allow their success to keep increasing. In 1971, there was the Trac II, the first twin-blade shaving system, then the Atra in 1977 there was a razor with a pivoting head, and then in 1989 they developed the Sensor the first razor with spring-mounted twin blades dubbed (P Kotler, 2017). In 1998, Gillette introduced the Mach3 it was the first triple-blade system, surpassed only by the 2006 launch of the six-blade Fusion, promoted as “the best shave on the planet.” (P Kotler, 2017) It is possible that Gillette can become as successful with Women as Men due to the fact Procter & Gamble acquired Gillette in 2005 and Procter & Gamble are experts at marketing to women, due to the fact most of their lines such as dishwashing liquid, laundry detergent, and hygiene products are aim for their woman clients.